‘The need for advertising to deliver sharp business results will be more pronounced’

Govind Pandey, CEO, TBWA India, tells us how these times of adversity have transformed the creative process, the experience of pitching during lockdown, the agency’s work and more

e4m by Srabana Lahiri
Published: Jun 27, 2020 12:20 PM  | 8 min read
Govind Pandey

Govind Pandey, CEO, TBWA India, believes that good advertising always delivers results, but in the next 3-6 months, the emphasis on the need for advertising to deliver sharp business results will be more pronounced.

 Commenting on how these times of adversity have transformed the creative process, he says there is a growing need to get the ball rolling quickly for both clients and agencies, at least for the next two quarters.


 Tell us how TBWA has been functioning during the lockdown. Have you been busier or has it affected productivity?

I have ended up meeting a lot of friends and people I have not met for a while. At TBWA, it took us the first couple of weeks to understand how to cope with it, now we've figured a way to conduct most of our business on calls. People are seeing a lot more positives to working like this, with more discipline, sanctity and respect for each other’s time. 

 You have been pitching. What is your experience of pitching during the lockdown?

It's sort of new for all of us. In the first 2-3 weeks of the lockdown, there was a bit of uncertainty, but now everything is happening regularly and frequently. There are meetings, get-togethers and pitch presentations with clients. It takes a certain amount of effort from everyone, but focus is on essentials and on clarifying the actual problems which are to be solved. It's been good fun and I'm enjoying these pitches too. They have a different way of unfolding, but have brought good quality conversations with clients asking all the right questions. COVID-19 has thrown all the existing plans away and clients are activating Plan B and Plan C and are also open to ideas. By and large, the whole business has found a rhythm where most things are happening as they were, except for the human connect, which has definitely suffered, although people have found different ways of connection. We won one pitch and you'll hear about it soon. There is a definitiveness to these pitches, with a clear job to be done. 

 Tell us about the campaigns done by TBWA of late – JSW Paints, Linen Club, Stanchart, Nissan - what are some insights and stories that you can tell from there?  

The process of creating work in these times itself is an interesting process and has a bearing on the kind of ideas. That becomes an important factor, but the first phase of response is crucial for an advertiser, followed by the second phase of revival and the last phase of recovery. JSW was an interesting experience and is still in its nascent stage – it’s being launched in only some markets of the South. The brand felt extremely contextual for the times we're living in and we used that contextually to extend the idea of home as a planet. The campaign was Planet Home and it emphasized how we can create a home for everyone if we’re less selfish and more considerate. It received a good response and was like a millennial voice for JSW. Similarly for Linen Club, we did the ‘Men of Lockdown’ campaign. There's been a bit of blurring of boundaries between what men and women do. People have found a natural way to collaborate and help each other. In case of Standard Chartered, the fact that we can do anytime banking, was the idea. For Nissan, the idea was that we are locked down and you should stay safe. We did an interesting take on traffic rules even while staying at home and it was somewhere awarded as the ‘Best Auto campaign’ in this period. It's been good fun and we've been busy doing a lot of work.

 With people inclined to spend less going forward, do you think advertising will have to work doubly hard to get results for marketers? What is your view? What are marketers saying just now?

A lot of clients, barring a few sectors like FMCG, have had very low business in the last few months and therefore the conversation is more around 'how to get back on your feet, activate demand and get things moving.’ There is a slight long-range problem solving and thinking that agencies are usually a part of, so my sense is that in this period the questions are more immediate and there's a need to get things going quickly for now and for the next two quarters. The business questions and problems are acute and serious and as partners to our clients, we are trying to solve a lot of those questions. Good advertising always delivers results but in the next 3-6 months, the emphasis on impact of advertising to create sharp business results will be far more. Given the nature of the Indian market and demography, people are itching to get back and a lot of clients will push for a good Diwali and around that time, hopefully, things will settle down with normalized economic activity. Giving a push to consumption will be a critical phase. That is more Q3 but there will be action to have a good last quarter of the calendar year.

 You actually launched a Corporate Culture Consulting for CEOs and founders last month, to help people transition to the virtual way of working. What has been the uptake? Can you talk about it? 

It's a corporate culture consulting where essentially we emphasize on how you leverage your culture into achieving business results, focusing on the importance of culture and employee engagement. It's easy to focus on strategy, since culture just normally happens, and the fact that it needs to be actively shaped is something that came to light in this period when we were not sharing the same physical spaces and everything was virtually followed by a lot of anxiety. It’s a product on which we’ve worked for 2-3 clients in the last year and when some of these questions started coming up, CEOs realised that these questions were actually to be dealt with. People and the quality of engagement will be a critical factor in the way that we deal with this entire lockdown. It's a strong product for these times and even for normal times, towards ‘how to get people aligned for the common goal of the organisation'. 

 How do you see the post-COVID workplace evolving in your organisation and elsewhere?

There will be lot more flexibility in the way that we look at work and people and the workplace. I'm of the school that we will always need a workplace but some corporates have let go of office space, with all kinds of models that are emerging. My feeling is that what is essential to the agency, what are the core people we need, and who are the kinds of people who prefer to work from home with flexible hours with comfort will increase and the acceptance of that by corporates will increase. The physical workplace will always be there and our need to socialise and come together will not disappear, but there will be a lot more openness to experiment. 

 What will it take for the media and advertising industry to come back to normal? What are the three suggestions you would like to make for the industry to get back on track?

What this entire phase did is actually accelerate what the industry was already going through, with the changes the industry needed anyway. In my mind the three key things are: A lot of expertise that resides within the agency has been created into off the shelf products. We will probably be more productized. We need to be clear about what we make. The digital prioritization and integration of digital way of consuming - Digital first campaigns and marketing will probably be adopted far more significantly. Thirdly, the whole performance and business dimension of how to do top-of-the-funnel business advertising and performance marketing where we will convert better will get far more impetus in the coming times. There are some parts of our business, which will never change, and some parts that have got accelerated, we just need to ensure that we can deal with the client’s questions and needs better. It's really a function of balancing the good old creative thinking with new skills that we will need to do the job better.

 Finally, tell us about your personal experience of the lockdown, and what practices of this time you are likely to carry forward. 

The boundaries between work and home have blurred but we're still in a work mode. Initially, it was a bit difficult to structure our own time, work and family time. However, over a period of time, I have become far more disciplined. TBWA is a global network with different hours of work and calls happening at a specific period. In the last one year, I have not found the time to even exercise but now I do and I hope to continue even post the lockdown. I can even help out at home with a few chores and I'll be a more active participant in the household activities as I enjoy them. The quality time that we land up spending with each other has been forced due to the situation, but it has been good fun. This time has made me focus on what's essential and give that the right amount of effort, intention and time.

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

In PNB MetLife Insurance’s new film, PV Sindhu plays badminton with her animated avatar

The campaign aims to convey a message about Life Insurance Child Plan

By exchange4media Staff | Mar 24, 2023 7:05 PM   |   3 min read


PNB MetLife Insurance has unveiled its brand film ‘Chhoti Sindhu & Friends’ featuring PV Sindhu. The film focuses on Life Insurance Child Plan products.

This film features PV Sindhu playing badminton and introducing her animated avatar - Chhoti Sindhu. Further, Chhoti Sindhu introduces her friends and describes their big future dreams. This scene ends with cheerful Chhoti Sindhu sharing how mindful her parents were to take the Child Plan for her at the right age. The film ends by introducing PNB MetLife Genius Plan “Bade Sapno Ki Tayari” for children. The ad showcases the Life Insurance Child Plan’s unique approach, which offers parents clarity to secure their children’s future big dreams. This communication will also have a presence on digital and social media.

Director Kireet Khurana remarks “When the team at Momspresso came to me with the whole idea of creating an animated avatar of a brand ambassador, I was grateful that they first thought of Climb Media to execute their vision. Most importantly, the script offered great visual possibilities and value add from a screenplay perspective. The clients were extremely supportive to the inputs and have been very easy going.”

Producer Gurmeet Singh remarks “I have done many ad films earlier, but this one was different because it involved shooting a celebrity like PV Sindhu (she was a delight to work with) and animation combination, so handling the different components was a bit of a challenge, but we pulled it off nicely. Our animation team also worked hard for more than a month and what we have is a wonderful product. Though we have a rich panel of directors at Climb, working with Kireet was an enriching experience.”

Consulting Producer Anita Karnik adds “With 600+ Films under Climb Media’s belt, we had in Kireet, a Director with storytelling and seamless execution as his forte, most suited to make this film. We are happy to deliver a quality film featuring Sindhu in a unique live-animation blend and a possibility of an evergreen animation IP in Chhoti Sindhu, that can potentially become a big brand over the years.”  

Prashant Sinha, COO of, Momspresso adds, “Insurance per se is a very serious category. But since we were talking about a Child Plan, it was critical to make the communication light-hearted and child-friendly to have the kids and their parents relate to it. And so, we came up with the concept of having PV Sindhu in her animated avatar – a never-done-before concept and making an animated film with Chhoti Sindhu and Friends. And we just knew that Kireet Khurana would be the ideal person to take our vision forward. His expertise in animation and command over storytelling has really lifted up the final product. Supported by our clients, we plan to make this campaign really big.”

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Shriram Finance pays tributes to women employees through #WomenofShriram campaign

Releases a series of videos where women employees share how the organisation has helped and supported them

By exchange4media Staff | Mar 25, 2023 6:00 PM   |   2 min read

shriram finance

Shriram Finance has launched a campaign that pays tribute to its women employees. Under its #WomenofShriram campaign, it has released a series of videos where women employees share their experiences at Shriram Finance and talk about how the organisation has helped and supported them.

YS Chakravarti, MD & CEO, Shriram Finance elaborated on the campaign, “Rather than merely observing one day as International Women’s Day, Shriram Finance is paying tribute to women associated with the organisation throughout the month of March. Through the #WomenofShriram campaign, we wish to set an example of celebrating and promoting the contribution of women in the workplace. We firmly believe the campaign will inspire a more inclusive and equitable work environment. By highlighting the successes and achievements of women within the organisation, we aim to send a powerful message that gender equality is a priority and that women are valued and respected members of the team.”

A few of the women employees from Shriram Finance’s branches across India spoke about life in the company. Manbir Kaur from a branch in Punjab spoke about her beliefs that women can do every work and should be active. Priyanka Sawant from the Panvel branch in Maharashtra believes that women should learn, have passion and be ready to face any situation. Prassana Laxmi, employed with Shriram Finance for the last 16 years, believes that women with their own individuality can experience success in their lives.

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

ITC Classmate brings campaign to launch its hook ball pen

The TVC is titled ‘aapne kahan hook kiya?

By exchange4media Staff | Mar 25, 2023 2:00 PM   |   1 min read


Notebook brand ITC Classmate has launched an innovative ball pen called Classmate Hook. The pen’s clip enables its users to hook it to any lanyard, pouch, zip, or loop. As part of the launch, ITC Classmate has also released a TVC titled ‘Aapne Kahan Hook Kiya?’ (Hook it Anywhere) which stems from the consumer insight of losing/misplacing pens frequently. Featuring school children, the TVC lays emphasis on the unique proposition of the ‘Classmate Hook’ Pen which can be carried with ease & can be found by the user when he needs it the most.

Speaking about the new product, Vikas Gupta, Chief Executive, Education and Stationary Products Business Division, ITC Limited, said, “ITC Classmate has been always committed to ensure consumer delight with its high-quality, innovative, and visually appealing products. Students are always on the lookout for tools which can make learning enjoyable while at the same time enhance their performance. Today’s generation is also in search of product propositions that position themselves as ‘smart and cool individuals’ among peers. ‘Classmate Hook’, a modern and trendy Ball Pen with a unique design functionality caters to this trend by adding to their style quotient and convenience, thereby becoming a smart choice for everyone.”


Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Zepto’s ‘Nahi Milega’ uncle wows netizens

The 10-min grocery delivery service roped in an uncle from Delhi to build the trending character of Uncle ji weeks before unveiling their brand campaign

By exchange4media Staff | Mar 24, 2023 12:11 PM   |   4 min read


If you’ve been on the internet in the past week, the chances are the words “Nahi Milega” have been ringing in your head. Thanks to Sharma ji (@sharmaji.237) aka Uncle Ji, who has been showing up across our social media feeds and pretty much all over our everyday digital existence- the memes, the reels, the gifs, the stickers, and our emotional damage.

Turns out, this old man is the face of Zepto’s new brand campaign highlighting the brand’s promise with the message that while not all things in life are attainable, unlimited free deliveries on Zepto are.

10-min grocery delivery service Zepto took an edgy route when they roped in an uncle from Delhi to build the trending character of Uncle ji weeks before landing their brand campaign. What were they thinking? Not much. Just shatter some (lots of!) hopes on social media with uncle’s sassy personality, blatant realities, and the catchphrase Nahi milega. How did it fair? Right from some of the most popular meme and reel pages hyping uncle to many influencers and audiences creating their own versions that were max relatable, Uncle Ji became India’s favorite reality check. The character garnered solid organic traction with 10 Million impressions with 10% engagement across all social media platforms; trending at #6 on Twitter, and shared by popular Twitter celebs (CricCrazyJohns, dudeitsokay, shreemiverma) and Instagram Meme pages (Trolls Official, Emo Bois of India, Log Kya Sochenge, Ghantaa, Adult Society).

Saksham Jadon and Parul Agarwal from Youngun said, “Since life isn't perfect, we are all well versed with the emotion of 'Nahi Milega' and the crushing feeling it leaves behind, whether we are 5 or 50 years old. In this campaign we decided to convert this hard-hitting feeling into a brand theme "___ mile na mile, Zepto pe free delivery pakka milega". To establish it, we needed someone who has experienced all ups and downs of life (i.e an old Uncle Ji) and position him as an internet guru dropping truth bombs about life with a 'Nahi Milega' twist as a build up to the brand films”.

Cut to a week after Uncle Ji becomes the vibe-setter of social media conversations, Zepto lands its first brand film today. Set in a quintessential bus commute scenario, the brand film opens to the visuals of a crammed bus, people latched on to handles in lethargy, standing uncomfortably close and resting heads over sweaty patches. As two friends are seen discussing their hopes of finding a seat today on account of leaving early from work, the internet's new favorite Uncle Ji pops out from between them to crash those very hopes with “Nahi Milega”. Cut to Zepto owning the narrative with “Bus mein seat mile ya na mile, Zepto pe unlimited free delivery pakka milega”. The brand is set to launch two more films in the same essence lined up for the next few days.

Boman Irani, too, boarded the bus, taking the first film live on his Twitter.

Anant Rastogi, Associate Director - Brand Marketing at Zepto, said, “Creating this campaign has been an exciting experience for all of us at Zepto. We wanted to bring to life our ethos of making things possible – like unlimited free deliveries – for all our customers. With Uncle Ji's internet-first personality, we were able to strike a chord with our young audience and drive home the brand message. We are certain Uncle Ji will win hearts, and mostly break some, too.”

On bringing the internet vibe to digital films, Sapna Singh, Director, EarlyMan Film, added, “It was as unexpected as it was interesting to integrate a regular seeming Uncle Ji into the films as a strong recurrent character in various whacky forms. Going further with his appearance and demeanour while keeping his trademark simplicity helped add the quirk these films needed conceptually.”

In addition to social assets and brand films, the campaign will grab eyeballs on outdoor media across all major cities of presence and Zepto’s app, with a special grocery recommendation list by the Uncle himself.

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Adman & director Pradeep Sarkar no more

As per reports, Sarkar, 68, breathed his last in a Mumbai hospital on Friday

By exchange4media Staff | Mar 24, 2023 10:48 AM   |   5 min read


Writer, director, ad-filmmaker and founder of Apocalypso Filmsworks Pradeep Sarkar is no more. He was 68.

As per reports, Sarkar was on dialysis and was rushed to a hospital on Friday where he breathed his last.

Sarkar started his career as a creative supervisor at Tulika Advertising Agency and shifted to ad filmmaking after spending almost two decades in mainstream advertising.

In an interview to e4m in October 2021, Sarkar said he felt that the ‘woke culture’ has helped the advertising industry to grow but it has also harmed it by going way out of control.


Sarkar had worked on more than 3000 ad films, including iconic campaigns like Cadbury’s “Pappu Paas Ho Gaya”, Eveready’s “Give Me Red” and Catch Masala’s “Chinese Whisper”. He also did a series of ads for Aaj Tak that aimed at promoting credibility over sensationalism.

Rohit Ohri, Chairman & CEO FCB Group India, reacted to the news: “Shocked to learn about dada's demise. He was such a wonderful human being. When Munch signed on Rani Mukherji, dada made many of TVCs at that time. Had the good fortune of working with him very closely in that period. I really loved his cool, unflappable demeanour. Dada will be missed by the industry.”

Advertising legend Prahlad Kakkar remembered Sarkar, "He was film chief of an agency from Delhi, and he had started making films. What I liked about him was like us he trained a lot of young people under him and his legacy will always remain, even if he is no more, it doesn't matter. Because the people he trained will carry his name forward. Amit Sharma from Chrome Pictures who made 'Badhaai Ho' is one of his trainees. Like him he has trained many others, including Vidya Balan. He always celebrated talent and was very open about training people and setting them up and launching new faces or talent."

"Many of the advertising gurus must have done their first film with Pradeep Da. 'Dada' as we all called him always, also directed first ad film of my career. It was for Himsagar Thanda Tel. Almost two decades back. I was a kid in advertising, Dada was a veteran. But he never made me feel like one. He treated me like an equal. Always laughing, cracking jokes. And his smile was the sweetest. Always eager like a kid to make films, till I last worked with him recently. Will miss you Dada. You are and will always remain 'Dada' for all of us," said Azazul Haque, CCO, Media.Monks India. 

“Pradeep ‘dada’ has been a great inspiration to me and to the industry. I think a lot of us who have had the good fortune to work with him have learnt immensely from him. This is a big loss for the industry and we will miss him a lot,” said Rajdeepak Das, CEO & Chief Creative Officer, Leo Burnett – South Asia.

Ramanuj Shastry, Creative Chairman and Managing Partner, Infectious, says: "There were a couple of years at McCann when every other film I wrote was shot by Dada. That’s a lot of films. He was a maniac on the set - bouncing off the walls with his boundless energy while yelling choicest Bengali swear words at his crew who he loved to bits, by the way. His wicked sense of humour, the mischievous twinkle in his eyes and his easy laughter are the things that remain with me long after the ads are forgotten. Goodbye, Dada! You shall be missed."

"Apart from being a wonderful director, he was a wonderful person as well, willing to work with the agency teams and bring in fresh talent. He was a great presence to be around, he was a very caring person. He had this Sofa, he used to take to all the shoots. It's the end of an era," said Ajay Gehlaut, Ex-Dentsu, Group Chief Creative Officer.

Known for movies like ‘Parineeta’, ‘Mardaani’ and ‘Helicopter Eela’, the director will leave a mark in the film industry too.

The film industry remembered the renowned filmmaker on social media.

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Go viral or go home? Why brands need to rethink their approach

Industry experts warn against advertisers losing sight of their purpose in their quest for virality

By Tanzila Shaikh | Mar 24, 2023 9:12 AM   |   6 min read


Once upon a time, all that an advertiser would want is a creative ad campaign that resonates with the masses and creates recall and value for the brand. Today, it's a different story. Agencies have been putting creativity in the backseat to cater to client demands for "viral" campaigns instead.

With technological advancements like improved tools to scale up campaigns and efficient media to reach audience digitally, demands for virality has gotten more and more strident in recent years from the advertisers, much to agencies' chagrin.

In the race to chase numbers and eyeballs with a viral campaign, agencies are being tasked with finding a fool-proof course to make the campaign go viral. But is there a way to predict virality?

Not too long ago, the Zomato-Blinkit billboard campaign became a gold standard in viral campaigns where brands across categories hitched their wagons to it. The sharability and humour contributed to the immense virality of the campaign. Was Zomato privy to an arcane algorithm to ensure that the campaign went viral? Not likely. Can any agency worth its salt make an ad go viral with just enough creativity? e4m asked experts.

Russell Burrett, Chief Experience Officer at TBWA\India, answered, “First off, let’s be very clear that creativity is a tool, a weapon, a solution. Whereas virality is an outcome. No one can deliver truly viral content on demand. But sure there are a few ingredients that can go into the mix to help an idea go viral."

He explained further: "Go to where the people are. That really means talking about things that are culturally relevant, using people who will have a cultural cache. Try and figure out why people will share this content and dial that bit up. It may still not go viral, because it’s still an outcome, but these ingredients can definitely help.”

Ajay Gehlaut, Ex-Dentsu, Group Chief Creative Officer, pointed out the absurdity of clients making such demands. “It's been going on ever since the word viral came up, ‘make a viral video.' You cannot make a viral video; you can make a video and hope it goes viral. You cannot hope for virality, you can make a good piece of communication. Usually what goes viral is the lowest denominator.”

Similarly, Shivil Gupta, Creative and Strategy Consultant, added, “Today everybody wants to be in the news at any cost. But when it comes to a brand we need to understand that consumer always associates themselves with the goodness of the brand. Asking creative people to think of an idea while keeping the virality factor in mind is a dangerous path. Remember there is a thin line between famous and notorious.”

Azazul Haque, Chief Content Officer at Media.Monks believes that demands for virality can often work to the brands' detriment. “In Advertising, creativity has a purpose, it is purposeful communication for the brand to awareness or increase sales. When brands say virality, everything takes a backseat. It doesn’t hamper the creative as much but it hampers the objective. Many times clients say - forget the objective, and then they want any random thing to happen," he rues.

“I think it loses the marketing communication objective more than it loses the creativity because then you’ll have to be contextual, and topical so that it goes viral. I think that brands that have nothing to say, end up saying they want to make something viral. I think the push for virality makes the brand lose perspective.”

It is an important factor for campaigns to reach the target audience and become a part of dining table conversations, brands should not pressure creatives to come up with a viral campaign because as spoken above by the experts, virality is the byproduct of creativity, strategy, medium and many other factors. Experts advise brands to go after creativity than being part of the rat race.

Aalap Desai, CCO Dentsu Creative West and Dentsu Creative Experience, India, said, “The word 'viral' is highly ambiguous. I feel people use that as a crutch to compensate for parts of the brief they can't answer questions for. It cannot be planned or figured out completely. You can only hope that what you create goes viral. You cannot guarantee that it will every time.”

“One thing that is guaranteed is that if we create something that has craft in it, it will be shared and appreciated. Craft might be the idea or the way it's made. But if the idea is made well, people appreciate it. It's a lot like Bollywood. We are not supportive of movies like Shehzada but we are super appreciative of movies like Kantara. Did the filmmakers of Shehzada plan it to be a flop? No. But did they create a flop? Yes. The same applies to advertising. Let craft and creativity breathe and the viral requirement will be fulfilled as an after-effect. You can't start with it.”

Similarly, Barrett said, “We are in the business of creativity. We aren’t in the service industry or the consultation business. Service and advice are very important parts of our business, but it isn’t the core. Creativity isn’t an indulgence, it’s our very reason for existence. Though I want to call out the difference between creativity and the creative department. Every department is in service of creativity. You can’t be In advertising and not be creative.”

Gehlaut wants brands to understand where they stand and act accordingly. He said, “Make sure to be consistent, virality is something to talk about at parties. It builds only conversations, I don't know how it helps. First, know your brand, then build it in every touch point, and put it in every piece of communication.”

Haque says that if the brief starts with ‘let's do something viral’ then the brand has to rethink its purpose. He said, “Virality is a fluke, and one should never run after flukes. Running after such short-term fame won't help a brand in the long run. If ‘Let's do something viral’ becomes your brief, the brand has lost its purpose. There have to be reasons to go after it.”

Gupta rounded it up by saying that if the brand communication is genuine that it will surely have the potential to go viral. He said, “Better we should try to come up with genuine ideas which complement the brand. We are in a business where a real challenge is our talk of the town concept should also be discussed at the dining table among the family members. Idea achcha hoga toh charcha zarur hogi.”

In older times, when data technology wasn’t handy, brands used tactics to measure the success of their campaign through various touch points, and an increase in sales was one of them. Virality may help to create awareness among consumers, but does it really help to spike sales, which is the end goal of any business, is still a conversation out there.

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Lloyd launches new campaign with star couple Deepika & Ranveer

Conceptualised and created by McCann, the campaign is named ‘khayaal jo ghar ko ghar banaye’

By exchange4media Staff | Mar 23, 2023 5:37 PM   |   2 min read


Home is considered the epitome of love and care, it is this “Khayaal’’ by our loved ones that makes us feel cared for, loved, and pampered at home. Building on to this strong emotion, Lloyd has launched new campaign starring Deepika Padukone and Ranveer Singh. The newly launched campaign promotes Lloyd Grande heavy duty air conditioner range and position it as an enabler of the care and love at home.

Conceptualised and created by McCann, the Lloyd campaign film is focussed on driving differentiation and deliver on its newly introduced brand promise of ‘Khayaal jo ghar ko ghar banaye’.  The storyline of the ad film takes a creative, fun route and tries to build on the ultimate symbol of “Khayaal (care)” and “Khushi (happiness)” – the home. It beautifully depicts Deepika’s gesture for Ranveer when he crashes on the sofa the cool gush of air hits his sweaty face. He looks at the Deepika lovingly and Deepika highlights the core thought of the brand through her gesture ‘Jaan ho meri, khayaal toh rakhna padega na’.  The campaign storyline cements the brand promise by showcasing the superior features of Lloyd Grande heavy duty air conditioner with powerful cooling (even at 60 degrees) and indoor air purification to create a stronger brand connect.

Alok Tickoo, Executive Vice President, Lloyd, said, “We are delighted to launch our summer campaign to further deepen consumer connect and strengthen our presence in the Northern region. Our campaign showcase that the Lloyd Grande heavy duty range offers most convenient and comfortable environment at home even at a temperature 60 degrees outside with plasma protective shield.”

Commenting on the campaign, Rohit Kapoor, EVP – Brand Marcom, Havells India Ltd said, “Our attempt with the launch of summer campaign is to integrate Lloyd air conditioner performance and the emotion of a home with the brand.  The home provides a natural setting for all consumer durables to be used and showcased. Therefore, our brand promise ‘Khayaal jo ghar ko ghar banaye’ resonates with our vision to build greater trust and affinity for air conditioner portfolio.

The mega campaign will be supported with extensive media push. The 360-degree campaign is live and promoted across all mediums – Television, Digital, Print, Outdoor and BTL and retail visibility. It will be aired on Cricket, GEC, movie, news, and regional channels.

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube